We have already talked about Greenwashing in a previous article underlying its main “sins”. Now the “sins” have also been recognized by the first precautionary order of an Italian Court (and among the first in Europe) which, by imposing the need for clarity, marks a turning point in the field of greenwashing and establishes that the ecological transition must be real and not a facade.
The order was issued by the Court of Gorizia following an urgent appeal filed by Alcantara against Miko, a Friulian company that markets Dinamica material.
The case was presented at a press conference organized by Save the Planet, a non-profit association created with the aim of promoting projects, actions and concrete solutions to help the planet and protect the environment.
Elena Stoppioni, president of Save the Planet, stressed that “the initiative carried out with Alcantara can become a first, fundamental case history which in terms of greenwashing can be a case of jurisprudence“.
The Court of Gorizia, first of all, found that “attention towards environmental problems is now very high and the ecological virtues praised by a company or a product can influence purchasing choices“, adding that the “green environmental declarations must be clear, truthful, accurate and not misleading, based on scientific data presented in an understandable way“.
On the basis of these principles, the Court ordered Miko to stop disseminating the following claims: “The first sustainable and recyclable microfiber“, “100% recyclable“, “Reduction in the consumption of energy and CO2 emissions of 80%”, “Environmental friendly”, “Natural choice” and “Ecological microfibre”and” unverifiable and misleading information on the recycled content of the product“.
The Court also ordered the publication of the decision on the Miko website and the sending of the order to some of its customers.
The Court of Gorizia stated that “the advertising messages reported by the appellant are certainly very generic and certainly create a green image of the company without actually giving an account of the company green policies“, adding that” some of the concepts reported are disproved by the composition and derivation of the material” considering however “that it is difficult to assume that it can be considered a natural fiber“.
Save the Planet also underlined that the damage, in terms of competition, can be high.
In fact, according to a recent study conducted by McKinsey, about 70% of consumers opt for eco-friendly products compared to traditional ones in their purchasing choices, even paying higher prices for environmental sustainability.
upper photo: Alcantara. MAXXI Project. “Studio Visit” curated by Domitilla Dardi (Venice. Scuola Grande della Misericordia, May / June 2021)
center: From the left, the lawyer Gianluca De Cristofaro, partner of LCA Studio Legale, who assisted Alcantara; Elena Stoppioni President of Save the Planet; Antonello Ciotti, President of CPME.
below: Alcantara. MAXXI Project. “Neri & Hu: Traversing Thresholds” curated by Domitilla Dardi (Rome, MAXXI. National Museum of 21st Century Arts, 19 November 2021/6 February 2022).